At 10:10, a watch smiles DEC 04 2008
Ten minutes past ten o'clock, which forms a smiley face on a clock and "frames the brand" nicely, is the go-to time for watches in advertising. Timex sets their watches to precisely 10:09:36 while Rolex waits almost a minute until 10:10:31.
The Hamilton Watch Company was among the first to clock in at 10:10; that time is favored in ads dating at least as far back as 1926. Rolex began consistently setting watches in ads at 10:10 in the early 1940s. Timex appears to have begun the transition in 1953, when its Ben Hogan model showed 8:20 while the Marlin model was set to 10:10.
Apple usually uses 9:42 am for the iPhone, which is approximately when it was introduced at MacWorld 2007. Until recently, the icon for Apple's iCal displayed July 17 when not in use; iCal debuted at MacWorld 2002 on that date.